At the spring sugar and wine fair, many new beverages and foods dazzled the public. Yesterday, I saw the grand launch of the gold-can Eastroc Super Drink by Shenzhen Eastroc Beverage Industry Co., Ltd.: "The gold-can Eastroc Super Drink targets the young demographic, with more refined and fashionable packaging, in a 250ml can priced at 6 yuan." The advertising slogan is "Tired and sleepy, more young people drink Eastroc Super Drink." Clearly, with the gold can, the same 250ml content, and the slogan "Tired and sleepy, drink Eastroc Super Drink," this is a move to replace Red Bull!
Let's briefly review Red Bull's history: It entered China in 1995 as the first vitamin functional beverage in the world and China. With the slogan "Sleepy and tired, drink Red Bull" and the high-end gold can packaging, sales soared and it quickly became popular nationwide (the first brand to enter consumers' minds usually succeeds). In 2013, it adopted a new slogan, "Your energy, beyond your imagination." By 2015, Red Bull's sales in China exceeded 23.07 billion yuan, successfully creating and leading a new category of vitamin functional beverages. The 250ml gold aluminum can has become a standard beverage for many drivers in China to stay alert and prevent drowsiness. A sincere thumbs up to Red Bull!
Of course, the trademark rights for Red Bull in China, held by Huabin Group, expired in 2016, and the issue has been widely discussed without a final resolution. The future of the Red Bull brand in China remains undecided.
It's not wrong to see the huge potential of the energy drink blue ocean market, but the methods and approaches matter more. In my opinion, Eastroc's move this time is questionable. The correct approach might be:
First, do not launch a gold can like Red Bull (and also the same short and thick can), nor the same 250ml capacity. The capacity could be about 30ml more than 250ml, and more importantly, the can should be clearly differentiated in shape, size, and color, especially avoiding gold, so that consumers can distinguish it from Red Bull at a glance. Red Bull's 250ml gold can has formed a strong visual image deeply rooted in consumers' minds; such a color and shape of functional beverage is Red Bull. If Eastroc Super Drink now produces a can that looks similar, consumers will immediately say you are a copycat, and psychologically, they will find it hard to accept.
If your product's design is unique, no one will dislike or criticize you. The smartest approach is to have a slightly larger capacity, naturally making the can bigger than Red Bull's, noticeably larger, and price it slightly higher than Red Bull, but when calculated per content, it should still be more economical. Second, your can is clearly larger than Red Bull's, making it look like a new brand and new product, which easily attracts attention and trial from distributors and target customers, and also displays well on shelves. Remember, consumers often prefer the new over the old. Red Bull has been dominant for 20 years, and consumers inevitably experience visual and taste fatigue. In fact, target customers, especially heavy users, secretly hope for a new brand to replace Red Bull or provide an alternative.
Second, and even more inappropriate, the advertising slogan uses "Tired and sleepy, more young people drink Eastroc Super Drink," which is basically adding error to mistake. "Tired and sleepy, drink Red Bull" has been shouted for nearly 20 years and has become an inseparable part of Red Bull in consumers' minds, just like the product itself. What do you drink when tired and sleepy? Everyone will say in unison, "Drink Red Bull." Now Eastroc Super Drink is calling on everyone to drink Eastroc Super Drink when tired and sleepy. The Chinese people, who are quick to reject the unethical, will not easily accept it; they will only see you as a fake trying to steal the fruits of victory and stay away from you, right?
In short, living in someone else's shadow will never allow you to grow into a big tree. If you want to do something, be yourself. It's not that you can't make cans, but through your own visual image, your product's physical attributes and price, and your brand image, you can form a differentiated advantage and stand out. Since its launch, Eastroc Super Drink, with its unique PET plastic bottle packaging in the functional beverage field, has already achieved scale and brand recognition (plastic bottle packaging is easy to carry and can be drunk multiple times). It is an undeniable dark horse and has already become the second-largest in functional beverages. To quote an advertising slogan: "Be yourself, and you'll live a wonderful life!"
Someone just said that Eastroc's move is an attempt to occupy Red Bull's market in China after Huabin Group and the Red Bull brand licensor part ways. That is just wishful thinking. Why?
First, for the reasons above, consumers will not easily buy it.
Second, in my analysis, even if Huabin Group and the Red Bull brand owner part on bad terms, given Red Bull's huge brand value and consumer recognition resources in China, the Red Bull brand and product will definitely exist in China, in whatever form. This is determined by the nature of the market, brand, and capital; it is a law and will be the result. Let's wait and see. In any case, it won't be Eastroc's turn to pick the fruits of victory.
The above are personal opinions; comments are welcome! I wish the gold-can Eastroc Super Drink all the best!
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